Look Zone
Developed the look zone feature to help users buy complete stylish outfits, while increasing the company's average order value
Goals
🎯
Increase average transaction value (ATV) and units per transaction (UPT) — an inspiring stylish look encourages customers to buy all the items shown on the model
Show customers that they can find trending items for stylish everyday looks
Boost brand loyalty and promote it among younger audiences
Pain points
🚧
- High volume of user feedback from those wanting to purchase the entire set of items shown on the model photo in the product card
- Expanding the product range also requires new ways of showcasing for the Urban Vibes audience
- Low cross-selling alongside the main product
Workflow
🚀
- Gathering business and user needs
- Discussed pain points with stakeholders
- Defined goals (efficiency, retention, engagement)
- Gathered user insights (interviews, analytics)
2. Research and analysis
- Conducted competitive analysis (marketplaces, fashion apps, etc.)
- Studied UX best practices and patterns
- Analyzed user behavior in the current app
- Created a CJM to systematically map customer pain points and gains
3.Ideation and prototyping (mobile app / web)
- Generated hypotheses
- Quickly created sketches and prototypes
- Discussed ideas with the team
4. User testing and research (mobile app / web)
- Conducted usability tests on prototypes
- Collected feedback
- Refined the concept
5.Design
- Designed the user interface
- Collaborated with developers, analysts, and managers
- Conducted design reviews with the team
6.Approval and design handoff
- Final approval with stakeholders
- Handed off specifications and designs to development
- Conducted design reviews of builds
7. Launch and analysis
- Verified release quality
- Monitored metrics (ATV, UPT, engagement)
Workflow
🚀
- Gathering business and user needs
- Discussed pain points with stakeholders
- Defined goals (efficiency, retention, engagement)
- Gathered user insights (interviews, analytics)
2. Research and analysis
- Conducted competitive analysis (marketplaces, fashion apps, etc.)
- Studied UX best practices and patterns
- Analyzed user behavior in the current app
- Created a CJM to systematically map customer pain points and gains
3.Ideation and prototyping (mobile app / web)
- Generated hypotheses
- Quickly created sketches and prototypes
- Discussed ideas with the team
4. User testing and research (mobile app / web)
- Conducted usability tests on prototypes
- Collected feedback
- Refined the concept
5.Design
- Designed the user interface
- Collaborated with developers, analysts, and managers
- Conducted design reviews with the team
6.Approval and design handoff
- Final approval with stakeholders
- Handed off specifications and designs to development
- Conducted design reviews of builds
7. Launch and analysis
- Verified release quality
- Monitored metrics (ATV, UPT, engagement)
Results
🏆
After the feature launch to production, metrics were measured over 3 months of usage:
Looks page visits from 04.07.2024 to 31.09.2024:
–Website — 423,647
–Mobile app — 1,115,095
Revenue from looks from 04.07.2024 to 31.09.2024:
–Website — 320K rubles
–Mobile app — 7.7M rubles
924 looks photographed and published
–Website — 423,647
–Mobile app — 1,115,095
Revenue from looks from 04.07.2024 to 31.09.2024:
–Website — 320K rubles
–Mobile app — 7.7M rubles
924 looks photographed and published
Result
The Ready-Made Looks feature was developed to address a key user pain point: customers were often inspired by items shown in model photos but had no easy way to purchase the complete outfit. At the same time, the expanding product range — especially within the Urban Vibes line — called for new engaging formats that would both inspire younger audiences and strengthen their brand loyalty
WEB
ATV
+10%
UPT
+7%
APP
ATV
+16%
UPT
+10%
